Gendai Agency

What Gendai Agency does

Gendai Agency Inc. (ゲンダイエージェンシー株式会社, ticker 2411.t on the Tokyo Stock Exchange) is a Japanese advertising agency founded in November 2011 and headquartered in the Tokyo Opera City Building, Shinjuku. The company's stated specialization is advertising and promotional services for pachinko parlors, where it reports a 10.3% share of contracted-parlor advertising in FY2026, up from 8.2% in FY2022. It operates 21 consolidated branch offices across Japan covering Hokkaido, Tohoku, North Kanto, Nagano, Tokai, Shizuoka, Kansai, Chugoku, and Kyushu, providing direct sales and account management to enterprise clients primarily in the pachinko industry.

The company's core product set combines proprietary DSP advertising (Pachi Ad, Fitness Ad, Location Ad with an AI-driven optimization engine), GIS-based area marketing research and outdoor advertising solutions, owned consumer media platforms (Pachiseven for pachinko/pachislot information, FIT Search fitness facility directory, IDEAL, FIT-Z, and JukuLog tutoring search), and creative production services including Adluck! online design, 3D projection mapping, and e-commerce / DM advertising. Technology differentiators are vertical-specific data assets derived from owned media and integrated DSP/area-marketing tools; the company holds Yahoo! JAPAN Sales Partner and Google Partner certifications for delivery of major platform advertising.

Gendai Agency generates revenue principally through advertising fees and commissions from pachinko parlor customers, with the Advertising Business segment contributing ¥907M of segment income against the Real Estate Business segment's ¥47M (the latter derived from rental income and brokerage at subsidiary Land Support Inc.'s Kashiwa, Chiba landholdings). The FY2026 mix is therefore overwhelmingly advertising-led. Gendai Agency states it is expanding into adjacent verticals — fitness facilities, tutoring schools, housing, and franchise — but the pachinko industry remains the structural anchor of revenue. FY2026 results show net sales of ¥7,531M (-1.9% YoY), operating income of ¥674M (+61.2%), net income of ¥473M (+32.0%), and operating margin of 9.0% (up from 3.4% in FY2024).

Name

Gendai Agency

Legal name

ゲンダイエージェンシー株式会社 (GENDAI AGENCY INC.)

Website

https://gendai-a.co.jp

Company type

Public

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

Gendai Agency is a Tokyo-based advertising agency specializing in integrated marketing for Japan's pachinko parlors, operating 21 nationwide offices and proprietary DSP, GIS, and owned media platforms. The firm is publicly listed (TSE 2411) and is expanding into fitness, tutoring, and housing verticals.

Ownership category

akta.pro rank

Product category

Advertising Agency Services

NAICS

Advertising Agencies (541810), Indoor and Outdoor Display Advertising (54185), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Paid Social Advertising (BPAFACAB)

akta.pro secondary industry

Digital Out-of-Home (DOOH) Screens & Networks (BPAFALAB)

Keywords

• Advertising agency services
• DSP advertising platform
• Area marketing research
• Media platform operations
• Pachinko industry advertising

Headquarters

HQ city

Shinjuku

HQ country

Japan

HQ region

Asia

Offices11 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Advertising Business: Core advertising agency business providing comprehensive advertising services to pachinko parlors, including promotional campaigns, online advertising (DSP), and original media services. Revenue generated through advertising commissions and service fees from client transactions.
2. Real Estate Business: Rental income from land in Kashiwa, Chiba Prefecture owned by consolidated subsidiary Land Support Inc., plus commission revenue from rental brokerage properties.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Gendai Agency Inc. is a Japanese advertising agency that plans, produces, and delivers integrated advertising and promotional services, with deep specialization in the pachinko parlor sector. Its offering combines DSP-based targeted web advertising (Location Ad, Fitness Ad, Pachi Ad with AI optimization), proprietary consumer media platforms (Pachiseven, FIT Search, IDEAL, FIT-Z, Jukulog), creative production (design, 3D projection mapping), GIS-powered area marketing, and outdoor/recruitment advertising — delivered through 21 branch offices across Japan.

Product overview

Gendai Agency Inc. is an advertising agency specializing in supporting the growth of pachinko parlors, operating as a comprehensive communication strategy company. The company offers an integrated portfolio of services including Internet advertising (Location Ad, Fitness Ad, Pachi Ad with AI optimization), Media/Web operations (FIT Search, IDEAL, FIT-Z, Pachiseven, 塾ログ), Creative services (アドラク！, 3D Projection Mapping, E-commerce Advertising), Area Marketing (GIS-based research, Outdoor advertising), and E-commerce services (グッズカ). The company also handles recruitment advertising and CMS-based recruitment sites. The core focus is on digital transformation and online advertising expansion, particularly for the pachinko industry, while also serving fitness facilities, tutoring schools, and other sectors.

Differentiator

Problem solved

Functional benefit

Brands

• FIT Search: Japan's largest-scale fitness facility search site with approximately 13,000 facilities listed nationwide.
• パチ7（パチセブン / Pachiseven）
• 塾ログ（Juku Log）
• アドラク！（AdLuck）
• グッズカ（Goodsca）
• FIT-Z
• IDEAL

Products and services

• Location Ad (ロケーションアド) Web advertising delivery service targeting users based on attributes such as location, hobbies, age, and gender, utilizing accumulated big data of internet user behavior for ad delivery.
• Fitness Ad (フィットネスアド) Sports club and fitness club specialized web advertising delivery service that uses accumulated user data from FIT Search site visitors combined with GPS location information from smartphones to deliver targeted ads.
• Pachi Ad (パチアド) Pachinko hall specialized DSP advertising service targeting 3 million unique users of pachinko and pachislot enthusiasts, with AI-powered machine learning optimization engine and store-specific area targeting.
• FIT Search One of Japan's largest fitness facility search sites, allowing users to search fitness facilities by station, train lines, and regions across approximately 13,000 nationwide facilities.
• IDEAL Media introducing recommended fitness facilities (gyms, personal training studios, yoga) across various areas in Japan, presenting facility features in a clear point-based format.
• FIT-Z Media introducing recommended facilities and services across various areas nationwide, covering fitness facilities and matchmaking services.
• Pachiseven (パチ7) Fan-oriented pachinko and pachislot information site offering new machine information, strategy guides, nationwide flyer information, member-only point service (Pachipoint), and CGM content including columns and Q&A.
• Jukulog (塾ログ) Free tutoring school search site for guardians and students, enabling free material requests and helping match guardians/students with tutoring schools.
• Adluck (アドラック！) Online design production and printing service for flyers, posters, DM, and brochures, offering 'Solid Plan' with experienced professional designers for fully custom original designs, and 'Easy Plan' for template-based customization.
• 3D Projection Mapping Service providing planning, video production, and installation of 3D projection mapping on building facades, parking lots, and other spaces, with regional media collaboration for buzz marketing.
• E-commerce Advertising (通販向け広告) One-stop and speedy advertising solution service for mail-order companies, utilizing mass media (newspaper, TV, radio, magazines), enclosed inserts, and DM, including creative testing to expansion.
• GIS Marketing Research (高機能GISによるマーケティングリサーチ) Area marketing research service centered on store-collected business types, including new store openings, competitive measures, and advertising effectiveness measurement using high-functional GIS for analysis.
• Outdoor Advertising (屋外広告物・各種ロードサインの取扱い) Outdoor advertising total solution service including commercial district range prediction, commercial area analysis, and development, with ideal plans proposed for outdoor advertising and road signs based on location conditions.
• Recruitment Advertising (求人広告各種取扱) Recruitment advertising services handling Indeed, Townwork, Baitoru, MyNavi Byte, and other media, along with CMS-based recruitment site handling for effective recruitment activities.
• Goodska (グッズカ) Photo merchandise specialty e-commerce site where users can create original goods from photos, offered at affordable prices starting from one item, suitable for presents for occasions such as Mother's Day, Respect for the Aged Day, and birthdays.

Quantifiable outcome

• 10.3% market share in pachinko parlor advertising (FY2026), up from 8.2% in FY2022
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Yahoo! JAPAN (Yahoo!マーケティングソリューションパートナー)coreGTM or Marketing PartnerYahoo! Sales Partner (Yahoo!マーケティングソリューションパートナー) - officially certified partner through Yahoo! JAPAN's rigorous screening process with excellent track record. Provides comprehensive consulting and support for Yahoo! JAPAN advertising products and services to maximize advertising effectiveness for clients.
• Google (Google認定パートナー)coreGTM or Marketing PartnerGoogle Partner with certification for online advertising expertise. Certified in accordance with new qualification standards effective February 2022. Possesses professional knowledge and skills in Google advertising and provides services contributing to client revenue growth.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Allied Architects: Japan-based digital solutions group with advertising and marketing technology offerings. Comparable as an emerging player with overlapping digital advertising capabilities targeting Japanese enterprise clients.
• IRIS Communications: Japanese small-cap agency with performance marketing and digital advertising services. Comparable as an emerging player operating in the same Japan digital advertising space with similar enterprise client focus.

Broad incumbents

• ADK Holdings: Mid-tier Japanese ad agency group with established digital and creative offerings. Comparable as a broad incumbent serving Japanese advertisers across channels with similar full-service offerings.
• Hakuhodo DY Holdings: Second-largest Japanese ad agency group offering integrated communications and digital marketing. Comparable as a broad incumbent with overlapping capabilities in media buying and digital campaign execution.
• Dentsu: Japan's largest advertising agency group with full-service digital and traditional ad capabilities. Compares as the broad incumbent against which Gendai competes as a specialized niche player, especially on DSP/performance buying.

Direct peers

• Digital Holdings: Japanese digital marketing group offering advertising, data, and digital transformation services. Comparable as a direct peer in digital ad services and data-driven campaign execution for Japanese enterprise clients.
• Septeni Holdings: Japan-based digital advertising agency focused on performance marketing and DSP/ programmatic services. Directly comparable as a listed Japanese digital ad specialist with platform-partner relationships and DSP capabilities.
• Righter: Japanese integrated marketing firm offering digital advertising, creative, and media services. Comparable as a similarly-sized Japanese ad agency peer with broad digital and creative service offerings.
• Opt Holding: Smaller Japanese ad agency group providing digital marketing and advertising services. Comparable as a Japan-focused direct competitor of similar scale serving enterprise advertisers with digital and creative offerings.
• FreakOut Holdings: Japan-based digital advertising company specializing in programmatic DSP and integrated digital marketing. Directly comparable technology peer in DSP/audience targeting and platform-driven ad buying.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/gendai-agency-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gendai Agency